Professional Documents
Culture Documents
d. Theory
of
Competitive
Advantage
B. International
Marketing
Environment
1. The
Global
Economic
Environment
2. Social
and
Cultural
Environment
3. The
Political,
Legal
and
Regulatory
Environments
of
Global
Marketing
C. Assessing
Global
Market
Opportunities
1. Global
Customers
a. Regional
Market
Characteristics
b. Marketing
in
Transitional
Economies;
Less
Developed
Countries
and
Emerging
Markets
D. Developing
Global
Marketing
Strategies
1. Decision
Criteria
for
International
Business
2. Entry
and
Expansion
Decision
Model
a. Exporting
b. Internet
c. FDI
d. Strategic
Alliances
e. Joint
Venture
3. Cooperative
Strategies
and
Global
Strategic
Partnerships
a. The
Nature
of
Global
Strategic
Partnerships
b. Alliances
between
Manufacturers
and
Marketers
c. Beyond
Strategic
Alliances
4. Environmental
Influence
on
Pricing
Decisions
5. Global
Pricing
Objectives
and
Strategies
6. Transfer
Pricing
Global
Pricing
7. Global
Marketing
Channels
and
Physical
Distribution
a. Channel
Objectives
and
Constraints
b. Distribution
Channels
Terminology
and
Structure
c.
International
Channel
Innovation
d. Channel
Strategy
for
New
Market
Entry
8. Global
Advertising
a. Global
Advertising
and
Branding
E. Competitive
Analysis
and
Strategy
1. Industry
Analysis
Forces
Influencing
Competition
2. Global
Competition
and
National
Competitive
Advantage
No. of Hours
13.5 hours
3. Competitive
Advantage
and
Strategic
Models
4. Strategic
Positions
5. Competitive
Innovations
F. Creating
Global
Marketing
Programs
13.5 hours
No. of Hours
13.5 hours
1.
Product
Decisions
a. Product
Concept
b. Product
Positioning
c. Product
Design
Consideration
2. Pricing
Decisions
a. Basic
Pricing
Concept
3. Global
Advertising
Content:
Extension
vs.
Adaption
a. Selecting
an
Ad
Agency
b. Advertising
Appeals
and
Product
Characteristics
c. Creating
Advertising
4. Global
Promotion
a. Personal
Selling
b. Sales
Promotion
c. Direct
Marketing
d. Trade
Shows
and
Exhibit
e. Sponsorship
Promotion
5. Global
E-Marketing
a. The
Death
of
Distance
b. Targeting
the
individual
Customers
c. Relationship
Marketing
G. Implementing/Managing
Global
Marketing
Strategies/Programs
VI.
Marketing
Management,
Philip
Kotler,
10th
edition
(2010)
Peng,
Mike
(2012)
Global
Business.
Cengage
Learning
Asia
Pte
Ltd.
b. Others
Newsweek,
Asia
Week,
Time
Magazine
Internet
VII.
VIII.
Course
Requirements
A. Assignments
B. Individual/Group
Reports
(Written
Analysis
Of
Case,
Country
Analysis,
Marketing
Plan)
C. Quizzes
D. Periodic
Examinations
E. Company
Visits
(Educational
Exposure)
Grading
System
Midterm
Grade
Tentative
Final
Grade
Prelim
Examination
25%
Semi-final
Examination
25%
Midterm
Examination
25%
Final
Examination
25%
Class
Standing
50%
Class
Standing
50%
Total
100%
Total
100%
Midterm
Grade
+
Tentative
Final
Grade
Final
Grade
=
2